Channel 4 Paralympics wins Campaign of the Year award

Monday, 17 December 2012

By Tom Degun

December 17 - Channel 4's work on the London 2012 Paralympic Games has been recognised with the Campaign of the Year award by Campaign magazine.

Channel 4 served as host broadcaster for the Paralympic Games for the first time ever in London and received widespread plaudits for their coverage of the event, particularly their "Meet the Superhumans" trailor, which portrayed Paralympic athletes as extraordinary individuals.

"Rather than just being 'the bit after the Olympics' contested by people that elicit pity, the Paralympics became an event in itself fought by people who inspire awe," said a citation from Campaign.

"And so, in the space of just a few weeks, Channel 4's 'Meet the Superhumans' campaign changed the way that people in this country view disability - hopefully forever."

Channel 4’s ‘Meet the Superhumans’ campaign around the London 2012 Paralympics has received numerous awards

Channel 4's in-house creative resource, 4Creative, also won the best TV and Cinema advert for the Meet the Superhumans trailer.

"The extraordinary Paralympians came, they saw and they conquered all our hearts," said Channel 4's director of marketing and communications Dan Brooke.

"We, meanwhile, were lucky enough to be able to point a camera at them with reasonable competence."

The award comes after Channel 4's was also honoured at the Promax Awards and the British Television Advertising Awards.

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Fact of the day

The idea of holding the South Pacific Games originated with Dr A.H. Sahu Khan, one of Fiji's representatives at a meeting of the South Pacific Commission held at Rabaul during 1959. The idea was adopted and led to a meeting of nine Territories, held in Nouméa during March 1961, which awarded Fiji the honour of hosting the very first Games in 1963. The event changed its name to the Pacific Games in 1998 when it took place in Santa Rita, Guam.

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